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Implosion by Andy Law

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2

REVOLUTION

OR

EVOLUTION?

I won’t

keep you on

tenterhooks:

it’s evolution.

I’m convinced about this; so much so that I’ve based my theory on it. And in doing so, I’ve clashed with several of the clichés that dominate the current and future state of communication, which at times seem more like prophecies than debatable, sustainable thoughts.

I say “evolution” for one reason in particular: in spite of the wall of smoke fanned by a few new gurus (and by the silence of the old ones), the objective of advertising today remains the same as that of 150 years ago: to help client companies sell their products on the market. And creativity, which is its main element, must (or at least ought to) tailor itself to this function, as it always has done, ...

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